class 6: negative messages

Question 1

goals in conveying negative news

Answer 1

explains reasons clearly and fairly

be fair

convey empathy and sensitivity

maintain friendly relations

avoid legal liability

they are harder to convey

Question 2

composing effective negative messages using indirect strategy (sandwich)

Answer 2

good news (buffer)

bad news

good news once more or something to make him low-key forget bad news

Question 3

start with a buffer which includes:

Answer 3

best news

compliments

appreciation

agreement

facts

understanding

Question 4

why are negative messages harder to convey

Answer 4

person may get upset

relationship can be destroyed

passionate people can breakdown

Question 5

how to cushion the bad news

Answer 5

highlight the positive

position bad news strategically

use passive voice to avoid pointing fingers

imply refusal

suggest a compromise or an alternative

consider apologizing if you or your company made error

Question 6

why is it important to apologize

Answer 6

shows maturity

people respect you more

Question 7

5 rs of apologizing

Answer 7

remorse

recognition

responsibility

restitution: explain how you will fix it

repeating: mean it that it won’t happen again

Question 8

what do you have to write when writing bad news

Answer 8

explain sincerely

show fairness and serious intent

cite reader or other benefits

explain company policy

choose positive words

without having a good reason, you lose the receiver

Question 9

closing peasantly

Answer 9

look forward to future relations

if theres alternatives, supply more information

never give false hope

offer good wishes and compliments

never burn bridges

people will not forget how you make them feel

Question 10

how to deal with disappointed customers in Print and Online

Answer 10

deal as soon as possible by email, call or online (24 hours max)

accept blame

describe problem and apologize

explain:
why did it occur?
what I’m doing to resolve it?
how will I prevent it from happening again?

promote goodwill by following with written message

Question 11

how to manage negative news online

Answer 11

social network = important communication Chanel

become proactive (engage with customers as much as possible)

its gyu opportunity to look how customers think and how to improve

monitor comments

Question 12

how to deny customer claims

Answer 12

adopt proper tone (don’t sound peachy)

don’t blame customers even if they are at fault

use objective language to explain why claim must be refused

if you can, offer info on possible alternatives to rebuild customer confidence

Question 13

what is persuasion

Answer 13

attempt to influence

involves transmitting a message

involves free choice

Question 14

how to persuade

Answer 14

before persuading others, persuade yourself

make it authentic, can’t fake it

repeat names cause people love their names

they love instant gratification

face to face = easier

by email is almost impossible

people love free stuff

people are scared of losing out

Question 15

How persuasion has changed

Answer 15

volume, speed, and reach of persuasive messages have exploded

more complex and impersonal

techniques more subtle and misleading

many diverse organization are in the persuasive business

Question 16

necessary things to be able to persuade someone

Answer 16

1. establish credibility
2. make a reasonable, specific request
3. tie facts to benefits
4. recognize power of loss
5. expect and overcome resistance
6. share solutions and compromise

Question 17

1. establishing credibility

Answer 17

show that your are truthful, experienced, and knowledgable

use other’s expert opinions, and research to support your opinion

Question 18

2. making reasonable specific requests

Answer 18

make request realistic

be clear about objective

Question 19

3. tying facts to benefits

Answer 19

use stats and reasons

convert these into audience benefits

Question 20

4. recognizing the power of loss

Answer 20

show what they can lose if they don’t agree

Question 21

5. expecting and overcoming resistance

Answer 21

anticipate conflicting beliefs, values and attitudes

be prepared to counter with gyu facts and reason

Question 22

6. sharing solutions and compromise

Answer 22

be flexible and offer solution gyu for both parties

Question 23

Aida strategy for persuasive messages

Answer 23

attention

interest

desire

action

Question 24

attention in AIDA

Answer 24

grab attention

create awareness

make sales proposition

prompt audience to read on

Question 25

interest in AIDA

Answer 25

describe central selling points focus on benefits the reader needs (direct and indirect) facts and figures expert opinions examples specific details

Question 26

desire in AIDA

Answer 26

emphasize benefits to reduce resistance anticipate objections (don't say any never mentioned) counter arguments what ifs reassures reader elicits desire for ownership motivates action

Question 27

action in AIDA

Answer 27

specific request (sound confident) offers incentive or gift limits offer sets deadline makes easy for reader to respond suggest specific and easy to follow action closes sale gives instant gratification

Question 28

how to grab attention in AIDA

Answer 28

problem descriptions unexpected statement reader benefit compliment related facts stimulating question

Question 29

what to do when price is an obstacle

Answer 29

***delay mentioning price until desire is created*** demonstrate how customer saves money compare with those of competitors ***demonstrate clearly added value*** build credibility with testimonials, warranty, free trials, or performance tests

Question 30

being an ethical persuader

Answer 30

1. Give before you ask 2. appeal to values 3. appeal to conformity 4. expose hypocrisy (boff loh mon che) if people find out about you lying about prices, integrity will be questioned

Question 31

unethical persuasion

Answer 31

facts are distorted, overlooked, manipulated intention to deceive

Question 32

doublespeak

Answer 32

manipulative language distorts or twists meaning

Question 33

what do arguments have to be based on?

Answer 33

truth objectivity fairness

Question 34

what is the effect of emotions on consumers

Answer 34

emotion guides decision making decisions are split second and made nearly on emotion later on justified with decision we are unaware of our biases and influences

Question 35

emotional marketing for persuasion and sales

Answer 35

on the rise in Canada emphasis on customer engagement through social networks ***social media used successfully for engagement and branding*** ***engaged customers are more loyal and willing to recommend products*** social media depends on creating ***emotional connection***

Question 36

how to create effective sales messages in print and online

Answer 36

analyze product and evaluate competition determine purpose of sales message ***define key selling point (USP)*** adapt the sales message to the audience

Question 37

selling by email

Answer 37

communicate ***only with those who have given permission*** ***craft catchy subject line*** make message short, conversational and focused use testimonials where possible provide a means for opting out

Question 38

writing short persuasive messages online

Answer 38

***extreme conciseness and efficiency*** include only ***attention getter*** and calls for actions promote business and social causes build online business personas

Question 39

what can we prevent with remorse

Answer 39

automatic defensiveness

Question 40

is accountability a skill

Answer 40

yes and an important one

Question 41

how can you gain attention in a request?

Answer 41

asking questions directly involving the reader

Question 42

how can you build interest in a request

Answer 42

establishing credibility explaining why it will benefit the reader

Question 43

how can you close with a gyu call to action

Answer 43

with maybe a final benefit to reader